Long-form, original notes from the accounts we actually manage. No listicles, no recycled vendor blog posts.
A field guide to Google's Performance Max campaigns — the data it needs, the exclusions nobody sets, and how to tell whether it is finding new demand or reselling your own brand traffic.
Read the article →Most ad accounts are optimising toward numbers that do not match the CRM. Here is how we build tracking that reconciles with actual sales, including consent mode, offline imports and deduplication.
Read the article →Fourteen checks, in order, that we run on a landing page before recommending more ad spend — with the conversion-rate ranges we typically see before and after.
Read the article →A practical framework for setting a Google Ads budget based on margins, close rates and target cost per acquisition instead of guesswork.
Read the article →The questions to ask, the contract terms that matter, the reporting red flags, and how to tell a genuine account manager from a dashboard operator.
Read the article →Why creative is the primary lever on Meta, and a repeatable weekly system for testing hooks, formats and angles without burning budget.
Read the article →A decision framework based on demand type, sales cycle, creative capacity and margin — plus what a sensible split looks like once both channels are running.
Read the article →How to optimise a Google Business Profile for map-pack visibility, reviews and direct calls — with no ad spend required.
Read the article →A pattern list from account takeovers: the recurring, expensive and entirely fixable errors we find in small-business Google Ads and Meta Ads accounts.
Read the article →Cheap leads are easy to buy and expensive to serve. A guide to defining lead quality, feeding it back into ad platforms, and holding agencies accountable.
Read the article →